In today’s world, people are always on the go, always thinking about their next move and always “too busy” to decipher the meaning behind an unclear message. In order to gain and keep your client’s attention, you must make it easy for them to find the content they are looking for. Whether it be a brochure, website or magazine – the placement of content should make sense, be precise and to the point. If you don’t gain your client’s attention in those first moments, it is lost and unlikely to be gained again.

PERSONALIZATION

Personalization is a priority. To piggyback on Content Marketing, your client’s want to find what they are looking for quickly and in an easily digested manner. 2017 was huge for Marketing personalization. I would bet if you were to click into your email inbox right now, you have numerous Marketing emails that are titled to your specific name, with relative content that you have once viewed before. The interwebs have become impressively brilliant on content they are able to feed you based off what you have looked for in the past. Having a much tailored message is likely to increase your spending habits or interests, thus giving that company a positive ROI.

INTERACTIVE CONTENT

There is content – and then there is interactive content. Interactive content is trigger-based content and lies solely on an action started by the customer. It makes the customer feel significant – like they have been heard and not just a number in the big world of customers. Interactive Marketing can be anything from online Quizzes/Assessments like you would find on BuzzFeed to online calculators that you may fill out when looking into a loan.

DIGITAL MARKETING (especially mobile!)

Websites, emails, apps – made for mobile. The percentage of people accessing websites and/or emails on their mobile or tablet is increasingly on the rise. Companies are more often than not designing websites and their email campaigns with a mobile layout as the priority rather than desktop. The same could be said for online shopping. Many stores now have their very own app for people to browse and make purchases online without even having to step foot outside their door.

All trends listed above really come down to giving the customer exactly what they want in the easiest accessible way possible. 2017 was a great year for Marketing and the advancements that were made. What’s to come in 2018? We can’t wait to see!